What do you get when you combine art, humour and a passion to educate? You get Argentinian artist Raul Lemesoff.

To celebrate 2015’s World Book Day –a UNESCO event held every year in April, Lemesoff created his “Weapon of Mass Instruction”, a 1979 Ford Falcon converted to carry 900 books. As shown in the video, Lemesoff himself drove the vehicle around the streets of Buenos Aires, handing out free books to anyone who vowed to read them.

The vehicle, which is no mistake, also a piece of art, serves as a humorous take on the lost allure of reading. In today’s rapidly expanding multimedia world, reading has no doubt lost some of its appeal to younger generations. Lemesoff has said of his project and undertaking:

“My missions are very dangerous…I attack people in a very nice and fun way”